Destinations

Brisbane in hot pursuit of North American visitors

// CIM editorial team, jm

Appointment of in-market tourism marketing agencies to grow awareness of and visitation to Brisbane.

Photo: Brisbane Local Marketing/Unsplash

Brisbane Marketing and Brisbane Airport Corporation (BAC) are partnering to expand Brisbane’s presence in key international markets with the appointment of a tourism marketing team in North America.

The two newly appointed agencies and principal personnel, Luke Jones from Advocate Travel Marketing and Kylie Robertson from RS Marketing, will represent Brisbane as it seeks to maximise North American visitation.

Brisbane Marketing CEO Brett Fraser said the appointment was timely in anticipation of $12B in new tourism and transport projects set to revolutionise Brisbane’s visitor economy.

“Brisbane is a compelling destination for North Americans because it embodies the best of Australia with stunning natural assets, subtropical outdoor lifestyle and relaxed and welcoming vibe,” he said.

“Our city’s visitor infrastructure is experiencing a once in a generation boom with thousands of new hotel rooms and a wave of new products and experiences, meaning we are primed to welcome visitors to our city.

“Our new partner agencies will be the on-the-ground arm of Team Brisbane, putting Brisbane on the map and top of mind for North Americans so they are convinced to come and experience it for themselves.”

The specialist agencies were brought on board as part of the three-year partnership between Brisbane Marketing and BAC to boost recognition of Brisbane in North America.

Brisbane Airport Corporation CEO, Gert-Jan de Graaff, said with the new runway opening mid-2020 and direct routes from Chicago and San Francisco soon to launch, Brisbane was more accessible for American travellers than ever before.

“From 15 April 2020, Brisbane Airport (BNE) will be the first and only port in Australia with direct flights to/from Chicago, with direct flights to/from San Francisco launching on 9 February, offering a more convenient way to travel, saving time and avoiding multiple connections,” Mr de Graaff said.

“Relative to the size of the market and overall demand, Queensland has been under-served from the USA, and these new services will go some way to addressing pent up demand.

“It’s important now we do all we can to grow recognition of Brand Brisbane in North America, encouraging US travellers to ‘choose Queensland’ as their point of entry into Australia and enjoy the amazing experiences our beautiful city and region has to offer.”

 

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